Hasbro Style Guide

Table Howto Contents.of Our Logo. Our Promise. 2 4 The Hasbro Story. Why a New Logo? 5 6 Logo Usage. Using the Hasbro Tag line. 7 Smile. What to Do. The 8 What Not to Do. 9 10 Our Alphabets. Hasbro Colors. 12 13 Patterns. Corporate Library. 14 16 Memo and Notepads. Graphic Packaging. 17 18 Signage. Presentations. 19 Standards 20 Need Help? Ourlogo. Ourpromise. A Smile isU niversal. IT IS THE MOST universal form of communication in the whole wide world. Whatever your language, whatever your culture, a smile says friendliness, happiness, humor and fun.

AND THAT’S WHAT HASBRO is all about. Every day, of every year, with everything we do – We try to bring fun to everyone: our customers, consumers, employees and shareholders. In short, we try to make the world smile.

That’s our logo, and that’s ourpromise. 2 3 The Why HasbroStory. aNewLogo? NCE UPON A TIME... (1923 to be exact), two brothers, Henry and Hillel Hassenfeld, set outO to make their mark in American business. They decided to make that mark with pencils. THE HASBRO FAMILY has come to include a dazzling array of companies Specifically, they came up with a fresh idea on how to get the lead out of pencil box sales: by wrapping and brands: Playskool®, Milton Bradley®, Parker Brothers®, Tiger®, those boxes in fabric. They named their new company the Hassenfeld Brothers Textile Company. Tonka®, Galoob®, Microprose®, Oddz On®, Hasbro Interactive® and many With those pencils writing up tidy profits, Henry’s sons Harold and Merrill kept the pencils – and the ball more. The general public, is scarcely aware that all of these great names – rolling. By 1943, at the ripe old age of 24, Merrill became President of Hassenfeld Brothers, while Harold headed to Tennessee to run the Hassenfeld’s newest acquisition, the Empire Pencil Company. exist under the same colorful umbrella. And so, from now on, to demonstrate that these classic brands are all proud members of the same Under Merrill’s leadership, the newly re-named Hasbro first began to develop toys: paint sets, crayons, and doctor and nurse kits. By the end of the 1940s, total sales had increased to over $3 million a year.. family, we will feature the Hasbro logo, the Hasbro smile, on every product we make. The year 1952 saw the introduction of Hasbro’s original flagship brand: Mr. Potato Head®, the first toy ever advertised on network television, has since become an AT HASBRO, we searched for a visual icon that would communicate our mis- American icon, and is more popular than ever today. In 1964, G.I. Joe® hit the beaches – and the playrooms – running. And under the command of Merrill’s son Stephen, the sion and our values as a company: the idea that everything we do is all about senior member of the third generation of Hassenfeld siblings, Joe was the first Hasbro fun. And the icon we kept coming back to, again and again, was a smile. It was toy to become a worldwide phenomenon. a natural. So we took our existing logo – keeping the Hasbro “cornerstone” In 1972, the same year that Hasbro debuted on the American Stock Exchange, Stephen’s and its distinctive color – and added a big smile and a fun, jazzy new typeface younger brother Alan came on board, and by 1974 was named Vice President of International Operations. That same year, Stephen assumed the presidency of the company from for our name. After all, as a leader in the children’s and family leisure time and his father. entertainment industry, a simple, ear-to-ear smile is the bottom line of every- As Merrill stepped down and Stephen stepped up, Hasbro’s rapid growth had the whole world spinning. Games giant Milton Bradley and pre- thing we do. school sensation Playskool soon joined the Hasbro fold. And in 1989, when Stephen’s untimely passing left Alan to carry on, he carried the ball for THEY SAY A PICTURE is worth a thousand words. So too can a logo, in a sin- score after score, successfully acquiring brands like Kenner®, Tonka®, Parker Brothers®, Play-Doh®, Nerf®, Monopoly® and gle image, express just what a company is all about. Tiger Electronics®, as well as licenses like Star Wars®, Barney™ and Teletubbies™.

The story of Hasbro is the story of a family-owned, family- run company that in the course of its 75-plus years has grown from 8 employees working in a shop in Providence, Rhode Island, to a company that employs close to 9,000 people in facilities all across the globe. That’s the past. As for the future, well, the fun’s only just begun.

4 5 Logo Usingthe Usage. HasbroTag line.

IN DEVELOPING AWARENESS for any new logo, consistency is of paramount THE HASBRO TAG LINE – Making the World Smile – must only be used in importance. Color and the subtleties of style stick indelibly in people’s minds; conjunction with the logo. Use of the tag line should be confined the inconsistent use of either can ruin efforts to establish visual recognition. to applications which seek to communicate a message about the corporation as a whole. (Examples would include trade show HESE ARE THE OFFICIAL presentations of the Hasbro corporate logo. The T signage, advertising, and publications geared towards employees, Hasbro logotype must always appear reversed out of the PMS 327 box. The shareholders, analysts or retail representatives.) Any alternate application logo must never appear smaller than .50” (13mm). The “TM” should must be approved by Hasbro’s Corporate Design Group. The tag line specif- increase/decrease in proportion to the size of the logo. Any alternate ically should not be used on packaging, apparel or other product. application must be approved by Hasbro’s Corporate Design Group.

TM TM TM TM Making The World Smile

THIS IS THE SCALE and the proper usage of the logo and tag line. The logo Use this logo when printing Use this logo on white or a Use this logo on a darker one color, like a fax. very light background, like background, like on packag- should never appear smaller than this in relation to the tag line. You can on a letterhead. ing or in presentations. (Note: black is not part of the logo). separate the two as long as both appear on the same page of a presentation or document. The tag line should never be used alone. The tag line font is Gill Sans Extra Bold upper and lower case. The “TM” is to be applied to the tag line in all countries except in Europe and Scandinavia. 6 7 What What toDo. toNotDo.

THIS IS THE CORRECT usage of the Hasbro corporate logo. Always refer to this THESE ARE NOT good logos. Never, never change the color or the angle of the official manual for the proper specifications. Absolute consistency in color logo. Never add an outline to the lettering. Always use the white frame and style is key to developing awareness and recognition for any new logo. around the logo when applying it on a background. Always use the smile with the logotype. Never add words to the logo.

TM TM TM

(These are good logos.)

THE LOGO MUST always appear in PMS 327 or black. The “TM” mark is to be used in all countries with the exception of Europe and Scandinavia. (These are not good logos!)

8 9 OurAlphabets.

Display Font Secondary Font

For our corporate displays and signage, we’ve had a typeface designed especially Times Roman is our font for text in corporate collateral materials, presentations for us – Hasbro Regular! It is to be used only in upper and lower case together; and other print vehicles. It is to be used only in upper and lower case together. never as all upper case or all lower case. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890$¢%:;.,!?Åı Ç ÎÓ Ò Ø ∏ 1234567890$¢%:;.,!?

Primary Font

Gill Sans is our font for headlines and subheads in corporate collateral materials. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$¢%:;.,!?

When using a PC format you may substitute with CG Omega (WI).

10 11 Colors. Patterns. THESE SPECIFICATIONS INDICATE official corporate colors to be used A LIMITED NUMBER OF patterns may also be used in Hasbro published in all published materials, presentations and signage. The logo can only materials and presentations. The patterns may be used as backgrounds appear in PMS 327 or Black. You can use these other colors in your design. or borders. This will provide you with another tool for designing presentations, posters/announcements, and brochures. DO NOT ATTEMPT to match colors by specifying a printer’s match color or a generic description such as “teal green” or “light purple.” The Pantone Matching System (PMS) should always be used when having something printed. For PowerPoint presentations match the colors as closely as pos- sible in the color palette. The correct PMS numbers and color sam- ples are illustrated below. PMS 327 Stripes Circles Logo PMS 123

PMS 2665

Logotype Smiles Purple Smiles Green

PMS 185

12 13 Library. CONSISTENT COMMUNICATION is essential to building a strong corporate A VARIETY OF LETTERHEAD STYLES and sizes have been developed for your identity. Using the same business card across all divisions is just one way to use. There are also all standard sizes of envelopes. Please place your orders show that strength. as you have in the past. If you need to design a letterhead for a specific use, please contact the Hasbro Corporate Creative Group.

HASBRO, INC. AVENUE 1027 NEWPORT I PAWTUCKET, R

02862-1059 USA

ead ONE: M r. Potato H PH t 27.0000 V ice Pr e s ide n 401.7 U D DIVISION HASBRO, INC. S P FAX: 401.727.0000 1027 NEWPORT AVENUE PAWTUCKET, RI 02862-1059 USA

Making the World Smile!

H ASB RO, IN C. 102 7 NE M WPO r . P RT A Vice Presidento t a PAW VEN t o H TUC UE e a d KET, R SPUD DIVISION 0 I 2862 -1059 USA PHO NE: 40 1.727 .0000 FAX: 40 1.727 .0000

HASBRO, INC. AVENUE 1027 NEWPORT I PAWTUCKET, R

02862-1059 USA

Head PHONE: M r. Po tato OYS (8697) .0000 PHONE: (401) 725-T ice Pr e s ide n t 401.727 SA V WTUCKET, RI 02862-1059 U D DIVISION RT AVENUE PA S P U : 1027 NEWPO FAX HASBRO, INC. 401.727.0000

14 15 Memoand Packaging. Notepads. MEMO FORMS AND NOTEPADS are available for your use. Simply order them FOR PACKAGING, the Hasbro logo is of tertiary importance; in order of pri- from the Purchasing Department in your location. ority, the package should communicate the product, then the brand, then Hasbro. The logo should appear on all 6 package panels. It should also appear on sewn-in labels and collateral materials, such as instruction sheets. For the product itself, the silhouette of the logo should be molded in.

MEMORANDUM Positioning/Sizing D a t e : T i m e : The Hasbro logo should be added to each panel of a package. The lower left or right position is the preferred T o : placement. You will need to vary your design accordingly to accommodate small parts warnings, age coding F r o m : or other logos. The minimum size should be .50 inch or 13mm measuring along any edge of the green box (not T o t a l p a g e s i n c l u d i n g c o v e r : including the white trap/frame).

Color

PMS 327 is the corporate color translated in CMYK- 100% Cyan, 47% Yellow, and 15% Black. Please refer to the Logo Usage and Do’s and Don’ts sections of this guide for more detail. Trademark The trademark symbol should appear with the logo on packaging originating and published in all countries with the exception of European and Scandinavian countries. The “TM” should increase/decrease in proportion to the size of the logo and should appear in PMS 327 or black. On a dark background you can reverse out the “TM.” TOYS (8697) ONE: (401) 725- 62-1059 USA PH TUCKET, RI 028 T AVENUE PAW 1027 NEWPOR HASBRO, INC.

H a s b r o , I n c . 1 027 Newport Avenue Pawt ucket, R1 028 62-1059 USA Phone: 401. 727.5103 Fax: 401.727.5121 Due to the variety in structure and printing specifications, every brand’s packaging should be regarded individually. Please forward all questions regarding exceptions to these guidelines to the Hasbro Corporate Creative Group.

16 17 Signage. Presentations.

THE FOLLOWING SPECIFICATIONS are shown to provide you a template A TEMPLATE HAS BEEN DEVELOPED for PowerPoint Presentations. This will when designing signage for your location. give you a general idea of how to build your presentation to communicate clearly, creatively and consistently within Hasbro Monolith Signs corporate standards. Entire sign including face and logo is lit from inside. Font: Gill Sans Regular Materials: Sign Face = Lexan Cabinet + Base = .090 Aluminum Colors: Face and Sides of Sign: Match PMS 327 Base: Match PMS 123 Hasbro Corporate Standards Guide Logo: White

Entry Signs for Glass Introduction Material: Frosted Vinyl Letters Fonts: Address = Gill Sans Regular U+lc 1011 Newport Avenue

Making the World Smile 1027 Newport Avenue This is a PowerPoint Presentation Template Tag line if used = Gill Sans Extra Bold U+lc • Address = Gill Sans Regular U+lc • You can use this template as a guide for applying the

Visitor Parking new corporate standards to your own presentations Directional Signs Employee Parking Colors: Body of Sign: Match PMS 327 Receiving Font: Gill Sans Regular Toy Store Posts: Match PMS 123 Border: Match PMS 2665 Type: White

Charleston Industries, Inc. Series 225 Sign - Square Post 18 19 NeedHelp? HaveQuestions?

If you need files to download please consult Hasbro’s corporate CD-ROM or Intranet. intranet.hasbro.com Corporate Graphic Standards or email at [email protected]